November 5, 2012
Wattpad and the New Reader
On October 24th 2012, Margaret Atwood released her latest novel, a serialized zombie horror novel co-written with the relatively unknown young British author Naomi Alderman, through the free online reading service Wattpad. As of today, Monday, November 5th 2012, it is being read by approximately 4,300 people. By conventional Canadian bestselling wisdom, The Happy Zombie Sunrise Home is a bestseller in just under two weeks. And it’s not even a completed novel.
Is this the future of publishing? Or, at least, a straw on the back of traditional publishing’s camel? Wattpad is a fascinating service, and I can see why traditional publishers are hand-wringing over their future given the existence of this and other similar services.
Let me break Wattpad down for you. Wattpad lets users upload content, usually grouped as a project divided into “parts”. In June it reportedly hosted more than 5 million user-generated stories in 25 languages. These stories (and poems) can then be read on Wattpad’s website or with Wattpad’s app by any number of its 3.5 million registered users. Stories are tagged with genres – most popularly, Romance, Teen, Vampire, Fan Fiction and Fantasy – as well as some miscellaneous write-in tags, then sent off into the ether. Readers “discover” future reads through browsing (much like Kickstarter) rather than with a more fine-grained searching process.
Getting read on Wattpad depends on readers finding your story. Readers can browse by vague criteria like “What’s Hot”, “What’s New” and “Undiscovered Gems”, they could choose to investigate your book if it happens to pop up in your randomized “recommended” window, or they can be directed right to your story with a link – if someone brings that link to their attention. The default browse option is the “Hotness” chart. “Hotness” is determined by a top-secret Wattpad blend of activity measures. Your story gets a boost for being new. There are points for new chapters being added. You get points for receiving “reads, “votes” and “comments”. The highest scoring books will show up first and most often when readers go to find new books. A long-completed book will tend to flounder. So will a book that doesn’t get enough “activity”, which means reads and votes. New writers are encouraged to get the word out, to stump their book amongst their friends and relatives. The reward for getting those favours is a higher ranking in the search engine, which hypothetically will result in more “real” reads from actual Wattpad users. A system like this rewards the serialized novel. With new updates every few days or weeks the novel has constant activity and thus a high ranking. Not surprisingly, a typical Wattpad reader has a dozen or more stories on the go at once. Each book might only update a couple times a month, so they read more of them at a time. A book or author that doesn’t update might be forgotten as new, active, hot reads are found.
Two things you have to understand: an enormous amount of what is on Wattpad is terrible. I mean, it’s really, very bad. The average age of the Wattpad user is 20 – no small number of the stories are written by the 14-16 year old bracket. But secondly, many Wattpad users don’t seem to care. Things you might consider to be fundamental to a novel like spelling, grammar and, oh, I don’t know, an ending are routinely disregarded on Wattpad. Some of the hottest, most-viewed titles on the page barely qualify as amateur. Do the readers care? Apparently not. There are millions of users reading millions of stories a dozen at a time and absolutely nothing offered by a traditional publisher matters to them. The editing? Design? Advertising? All irrelevant. The traditional publisher has absolutely no place in the reading lives of these users.
These readers have always existed. The internet age did not create them. Janice Radway’s 1984 ethnography of romance readers, Reading the Romance, reported that something like 88% of her romance readers were reading between 1-9 romance novels per week. That’s 50-450 per year. They were devouring content with very little, let’s be honest, literary value. If we’re generous and assume those novels cost as little as $4.99 each, then those readers would have been spending $250-$2250/year on just romances. Each.
Well, now they can get them for free. These are the readers that services like Wattpad, Smashwords and Fictionpress appeal to, and this is the money that traditional publishers are hemorrhaging. The hand wringing – I get it now. That’s a lot of money. And how much of that money was underwriting the publication of the much-less lucrative literary fiction?
Literary fiction would have a lot of trouble in this format, Ms. Atwood’s efforts notwithstanding. There is simply no time to edit, let alone revise. I won’t even touch on the very-welcome input of third-party editors and fact-checkers. Speed is the name of the game: you need to update your novel at least every couple of weeks, and while you are welcome to go back and make changes to previously-published chapters, it’s unlikely any of your followers will go back and take any note. Dropping a whole, edited novel at once doesn’t capitalize on the algorithm for getting your book to the top of the charts. A successful writer in this medium pulps out quick, easy-to-understand content in short bursts and spends the rest of her time working the forums and social media sites. Reading, research, and consideration are secondary concerns you won’t likely have time for. This type of reader is impatient. Content has to be delivered quickly, and that content has to be understood quickly. If your novel takes three chapters to set up mood and setting, you may be doomed.
Despite Wattpad’s being a free service filled with free content, its highest ranked writers do try to monetise their work. A number of Wattpad writers have snagged agents and traditional publishers for their work, most famously Brittany Geragotelis, author of What the Spell & Life’s a Witch, who got a 3-book, 6-figure deal with Simon & Schuster for her trouble. Many Wattpad writers also self-publish their completed work through Lulu, Amazon or Smashwords, or continue to offer their first books for free while charging for sequels. Already-published authors also make an appearance, contributing partial novels or short works in order to whet an appetite for the completed work, for money, offered elsewhere. I’d love to know how this works out for the self-published writer.
Atwood has suggested that Wattpad isn’t a replacement for traditional publishing, but a gateway to it. While yes, because the money is still in traditional publishing, I think Wattpad’s writers see that as being the case, but I am less convinced about its readers. What does a published book offer them that a Wattpad story doesn’t? Will these readers make the transition to whole, slow books?
I decided to take the dive and try the service myself, uploading a bottom-drawer manuscript to see how it plays with the reading masses. The experiment has been informative – I am no nearer to knowing if my book is any good, or if anyone likes it, but I am becoming deeply aware of how important author engagement is to getting there. It took very little activity for my book to shoot up into Wattpad’s Top 20 Hottest books, but much of that activity is readers glancing at the first chapter and moving on. The same can be said for Happy Zombie Sunrise Home – the first chapter has been viewed 10,000 times, vs the 2,200 who have looked at Chapter 4. About 1 in 5 readers sticks with in, meaning you need to get that many more people to even go take that glance. This means chatting people up, handing out your card and yes, keeping the book on the charts. It is no different than a traditional novel. How many books sold sit unread on shelves? This is certainly a cheaper way for a reader to dabble. Readers are coming to expect to be able to sample for free – publishers now routinely offer first chapters for reader perusal. Whether the reader is willing to pay to continue is the million dollar question.
So in keeping with the spirit of Wattpad I offer you a sample of my book, The Incredible Bazza’Jo. It’s a Young Adult Fantasy with colonial, environmental and social themes. It also has, if I do say so myself, some really excellent action and adventure elements, as well as an “age appropriate” romantic sub-plot. Click away! And while you’re at it, take a look at Wattpad and let me know what you think – a fad, or a keeper? Will these kids grow into paid, long-form books?